Mergers and acquisitions

Michael Morley

Chapter 11 in The Global Corporate Brand Book, 2009, pp 133-144 from Palgrave Macmillan

Abstract: Abstract Mergers and acquisitions (M&A) is the furnace in which most of today’s great corporate and product brands have been forged. Some have been strengthened but more have been diminished. Some revered names have been eliminated altogether.

Keywords: Brand Equity; Naming Level; Merge Entity; Brand Strategy; Cingular Wireless (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23945-6_12

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DOI: 10.1057/9780230239456_12

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